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Encouraging consumers to make sustainable seafood choices (U.S.)

  • Published on October 17, 2019
To encourage seafood consumers to make sustainable seafood choices, against the backdrop of National Seafood Month in the U.S.
We targeted consumers via the following channels: - teaming up with food influencers - treating journalists to a surprise lunch of MSC certified McDonald's Filet-o-Fish - MSC certified seafood featured in broadcast news cooking segments - advertising on public transportation in two cities In Seattle, our adverts reached two-thirds of the population. In follow-up surveys, one in five people (and one in three aged 18-34) said they recalled the campaign, and 90% of these had a high level of trust in the MSC.

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